Abercrombie and Fat Favorite 

Practitioner: 

Date: 

May 20 2013

Location: 

United States

Jes Baker, 26, created a campaign called Abercrombie and Fat in response to the CEO of Abercrombie and Fitch. In 2006, the CEO released a statement that his target consumer is the cool, All American kid who has a lot of friends. He continues to say that his business is exclusive and a lot of people do not belong in his clothes. As an example, Abercrombie and Fitch does not carry clothes that are larger than a woman's size 10, or a universal women's large.

This exclusivity sparked Jes to create her campaign combating the image of the ideal woman or the all American kid. She hopes to challenge the separation between attractive and fat. The photo shoot allowed over weight women to be seen in a positive light, and more importantly that everybody is equal in value.

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